Key Concepts

The main key concept that i understand out of the five is concept three: "Different people experience the same media message differently". This key concept is like when a ad or a message is trying to be sent out different look at it differently. For a example it be a picture of a man sitting on a park bench. Somebody might say that is his daily routine, the next person might say he was walking and he got tired, or they might say he could be sitting down, waiting on the bus to come. Different groups of people get a different understanding about the same message pertaining to their past experience.